Client Overview

A local e-commerce brand partnered with an experienced media buyer (Rhen) to run TikTok ad campaigns. The goal was to generate measurable online sales while keeping advertising spend low and maximizing ROAS.

Challenge

The brand wanted to achieve significant sales on TikTok without overspending on ads. Previous campaigns on other platforms had low returns and limited reach, making it critical to find an effective targeting and scaling strategy on TikTok Ads Manager.

Scaling Hurdles

• Limited ad budget of only ₱9,422.87 for the test period.

• The need to test multiple targeting approaches quickly (prospecting vs. broad scaling vs. interest targeting).

• Ensuring CPA remained profitable while ramping up spend.

Strategy

• Prospecting Campaign: Launched to identify high-quality audiences and creatives.

• CBO Broad Scaling x50 CPA: Used Campaign Budget Optimization with a high conversion objective to scale winning ads aggressively.

• Interest Targeting: Tested niche segments but paused low performers.

• Continuous monitoring of CTR, CPA, and ROAS to adjust spend in real time.

Results

• Ad Spend (Cost): ₱9,422.87

• Sales Generated (Gross Revenue): ₱202,060.98

• ROAS: 21.44

• CPA held at a profitable level (₱19.35–₱19.57) while CTR remained above 2%.

• Majority of sales attributed to the prospecting campaign, with broad scaling contributing incremental volume.

Conclusion

By combining precise prospecting, CBO scaling, and disciplined ad optimization, the brand achieved a 21.44x ROAS from a relatively small budget. This case shows that with the right media buying strategy on TikTok Ads Manager, even modest ad spends can yield high sales and profitable customer acquisition.